Gentle Monster launches its 2025 “BOLD” Collection with a campaign that places Tilda Swinton at the center of an otherworldly performance. Anchored by sculptural silhouettes and the brand’s recognizable bridge detail, the collection extends Gentle Monster’s design codes into a sharper, more experimental direction. The release, scheduled for September 6, arrives with visuals that amplify the tension between reality and simulation.
EYEWEAR
At the core of this campaign stands HAUS NOWHERE, Gentle Monster’s shape-shifting conceptual space in Seoul, where each release becomes a theatrical experiment in perception. For “BOLD,” the structure transforms into a pulsing stage where Swinton takes command, embodying the same defiance and eccentricity that defines the frames themselves.
The film opens with Swinton emerging on the concrete stage, her movements hypnotic against a hyper-techno soundtrack. She gathers a group of Gentle Monster–clad figures, pushing the scene into a choreographed upheaval. Dance mutates into ritual, her gestures recalling both trance and magic. The tension escalates as she scales the HAUS NOWHERE façade, her performance culminating in a fearless leap from its height, a stage dive that collapses the line between actor, participant, and provocateur.
The eyewear itself carries the same daring presence. Oversized forms, sculptural geometry, and a pronounced bridge give each pair a sense of architecture, encouraging styling that feels expressive and confrontational. Gentle Monster positions the frames as both accessory and artifact, designed to command attention in any setting.
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Swinton’s role underscores the brand’s fascination with figures who embody transformation. Her presence pushes the campaign beyond a standard fashion film into something closer to experimental performance art. She becomes a conductor of chaos inside Gentle Monster’s constructed environment, and the eyewear functions as both costume and weapon.
The “BOLD” Collection will be available globally on September 6, 2025. Gentle Monster continues to use HAUS NOWHERE as its stage for experimentation, proving that its campaigns operate less like advertising and more like a collision of design, cinema, and sound.
